Regional Perspectives: Digital Grocery Transformation in EMEA and APAC

The global grocery sector is experiencing a profound digital transformation, reshaping how retailers operate and how consumers shop. While North American leaders like Loblaw have set benchmarks for omnichannel innovation, regions such as Europe, the Middle East, Africa (EMEA), and Asia-Pacific (APAC) are forging their own paths—adapting proven strategies to local realities and unlocking new opportunities for growth. Publicis Sapient stands at the forefront of this evolution, partnering with leading grocers worldwide to deliver shopper-first experiences, modernize supply chains, and drive sustainable, customer-centric innovation.

Unique Regional Challenges and Opportunities

Digital transformation in grocery is never one-size-fits-all. EMEA and APAC markets present distinct challenges and opportunities shaped by local consumer preferences, regulatory environments, and infrastructure maturity:

• Consumer Preferences: In France, for example, shoppers are increasingly focused on healthy, locally sourced foods and expect seamless digital experiences. In APAC, mobile-first behaviors and super-app ecosystems are redefining how consumers discover, order, and receive groceries.
• Regulatory Environments: Data privacy laws, food safety regulations, and labor standards vary widely, requiring tailored solutions for compliance and operational efficiency.
• Infrastructure Differences: While some markets boast advanced logistics and high digital penetration, others face challenges with last-mile delivery, payment systems, or fragmented supply chains.

Adapting Omnichannel Success: Lessons from Loblaw

Loblaw’s journey in Canada exemplifies the power of continuous digital innovation. By launching PC Express online grocery shopping, expanding to hundreds of pickup locations, and integrating digital pharmacy and specialty retail, Loblaw set a new standard for omnichannel grocery. The core principles—agility, scalability, and relentless customer focus—are now being adapted and scaled across EMEA and APAC.

EMEA: Reinventing Grocery for the Digital Age

Carrefour: Unifying Digital Assets and Accelerating Growth

In France, Carrefour faced a rapidly changing landscape: declining hypermarket visits, a surge in online competition, and shifting consumer values. Publicis Sapient partnered with Carrefour to break down organizational silos and unify fragmented digital assets. By introducing agile, cross-functional teams and a common digital vision, Carrefour launched a new e-commerce platform in just six months. The result? A 1.5x increase in conversion rates, daily enhancements without downtime, and a tenfold improvement in customer satisfaction. Today, Carrefour’s teams iterate rapidly, responding to shopper feedback and market trends with unprecedented speed.

Major European Grocer: Curbside Pickup and Profitability

Elsewhere in Europe, a leading grocery retailer sought to capitalize on the popularity of curbside pickup. Publicis Sapient conducted in-depth market research, quantified operational costs, and built a business case for scalable curbside solutions. The outcome was a profitable, future-proof model that reduced labor costs by 30% and projected a $5.3 billion revenue increase by 2024. This iterative approach—from geofencing to automated micro-fulfillment centers—demonstrates how European grocers are blending digital convenience with operational excellence.

UK-Based Global Retailer: Scaling Omnichannel and Supply Chain Innovation

A top-five global retailer, with roots in the UK, partnered with Publicis Sapient to expand online grocery across international markets. Key initiatives included:

• Developing a scalable e-commerce solution integrated with in-store capabilities, rolled out to new markets in just 14 months.
• Redesigning order management and warehouse systems for faster picking and expanded delivery slots.
• Leveraging machine learning for van scheduling and in-store picking optimization.
• Doubling online order and delivery capacity in response to COVID-19, hiring thousands to meet surging demand.

These efforts yielded $500 million in annual international grocery e-commerce revenue, a 35% improvement in picking rates, and a 4% increase in on-time delivery—proving that agile, data-driven transformation delivers measurable impact.

APAC: Embracing Mobile-First and Omnichannel Journeys

In APAC, digital grocery transformation is shaped by mobile-first consumers, rapid urbanization, and the rise of super-apps. Publicis Sapient’s work in the region includes:

• Integrated Omnichannel Platforms: Building unified commerce platforms that allow shoppers to browse, order, and pay seamlessly across web, mobile, and in-store channels.
• Personalized Engagement: Leveraging customer data to deliver targeted offers, loyalty rewards, and health and wellness content—meeting the expectations of digitally savvy shoppers.
• Flexible Fulfillment: Implementing click-and-collect, curbside, and home delivery models tailored to local infrastructure and consumer habits.

A notable example is the partnership with a leading retail estate trust and mall operator in APAC, where Publicis Sapient created a digital marketplace connecting online and offline experiences. The platform enabled millions of VIP customers to shop across 23 high-end retailers, with over 750,000 unique SKUs and 1.8 million page views in the first month—demonstrating the power of digital to drive both online engagement and in-store footfall.

The Publicis Sapient Approach: Local Expertise, Global Impact

Across EMEA and APAC, Publicis Sapient’s approach is grounded in:

• Agile, Cross-Functional Teams: Breaking down silos to accelerate delivery and foster a culture of continuous improvement.
• Modern, API-Driven Platforms: Enabling real-time inventory, dynamic pricing, and seamless integration across channels.
• Data and AI: Powering personalized experiences, optimizing supply chains, and unlocking new revenue streams through retail media networks.
• Customer-Centric Innovation: Designing every touchpoint around the needs and preferences of local shoppers.

Building the Future of Grocery—Everywhere

Digital grocery transformation is an ongoing journey, not a destination. The most successful grocers in EMEA and APAC are those who adapt global best practices to local realities, invest in flexible technology, and relentlessly focus on the customer. With a proven track record across continents, Publicis Sapient is uniquely positioned to help grocers bridge the digital and physical divide—delivering omnichannel success, supply chain modernization, and customer-centric innovation at scale.

Ready to transform your grocery business for the digital-first era? Connect with Publicis Sapient to discover how our regionally tailored solutions can help you meet the demands of today’s—and tomorrow’s—grocery shopper.